The publisher of a major daily newspaper had a high ratio of newsstand readers to paid subscribers and recognized the need to establish a direct line of communication with these newsstand readers, in order to obtain regular feedback on a variety of topics including advertising awareness, editorial content and purchasing habits. How could the publisher reach this critical part of its circulation base consistently and economically?
The Beta Approach
While a one-time study might have provided some of the information the publisher and its advertisers needed, Beta recommended a panel study to provide more detailed – and continuous – information. The daily’s publisher wanted to be sure to capture changing opinions and shifts in editorial interest among its readership, in addition to providing its advertisers with valuable information on purchasing patterns and trends.
Beta recruited a qualified panel with representatives from several demographics important to the daily’s business. When a research question emerged, panelists were contacted for telephone, mail or online surveys, depending on the specific issue. Occasionally, a subset of the panel was consulted, particularly when previous research showed that a certain demographic was more likely to use a product or service. Commitment and participation were both high, and panelists received small rewards for their participation.
Results
The panel’s feedback has informed several strategic decisions. It has also helped to engage advertisers more deeply and permit the publisher to offer greater value for their advertising dollars.
Industry: Print Media
Methodology: Panel – online, telephone and mail